Hrithik Roshan's Krrish 3, after taking Bollywood by storm, with the content provided, performances and most of all with box office collections, has thrown down the gauntlet to the Khan brigade which had been coasting on the back of some superlative successes like Salman Khan's Dabangg series and of course Shah Rukh Khan's Chennai Express and Aamir Khan with 3 Idiots or more recently with Talaash.

While Shah Rukh Khan and Salman Khan have already shot their respective arrows in the recent past, it is up to Aamir Khan to bring the long-standing equilibrium back in Bollywood with Dhoom 3, expected in 2013, or Peekay which is set to hit screens in 2014.

However, Krrish 3 has already set the bar way too high with box office collections of Rs 242 crore, having bagged a whopping Rs 25.50 cr on opening day and followed it up with Rs 72.8 cr in opening weekend and Rs 166.52 cr at end of week one to make a final count of Rs 242.53 crore. Since the movie is still running in many theatres it expects to add to the lifetime collections tally.

In fact, Krrish 3 has been able to notch up box office collections plus other revenues of over Rs 500 cr and the claim comes from none other than Rakesh Roshan who, in a chat with Bollywood Hungama contested a newspaper article that criticised him, but the filmmaker is standing by his words.

Now, to beat that, the Khan brigade will need, not just an extraordinary strategy, but also content that is markedly different than what they have been offering. From the expected, Krrish 3 has offered content and strategies that are outstandingly different and these have paid off.

The Khan's could copy that, but that is not going to get that a mammoth super-hit to beat the Roshan family. After all, they have created memorably macabre and sexy characters for Vivek Oberoi, Priyanka Chopra, Kangana Ranaut and of course Naseerudin Shah. That requires a lot of hard work, enterprise, and above all courage to take the attention away from the super-hero Hrithik himself.

Can the Khan's do it? On potential and reputation, yes, but the challenge posed is huge.

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